Hovis has joined UK bread makers Associated British Foods and Warburtons in the sandwich alternatives segment, launching thins and flatbreads.
The company said the segment was seeing "huge levels of growth". Sophie Lyons, marketing manager at Hovis, said: "Sandwich thins have become a key alternative for bread occasions and now the fastest growing sandwich segment with impressive growth of 54%. Flatbreads are also bucking the trend within supermarket ready-meal sandwiches and, we are confident that we can offer consumers a healthier alternative without comprising on taste, texture or fulfilment."
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The products are being sold under Hovis's Good Inside sub-brand, which also includes bread loaves. The products are targeted at consumers seeking bakery products with healthier attributes. Hovis said the thins and wraps contain are baked in omega 3 from flaxseed oil, fibre and wheatgerm. Both the thins and wraps are available in Soft White, Best of Both and Wholemeal.
The thins will carry a manufacturer's recommended selling price of GBP1.29, the flatbreads a MRSP of GBP1.59.
